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Global Sport Marketing - Sponsorship, Ambush Marketing & the Olympic Games (Paperback)
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Global Sport Marketing - Sponsorship, Ambush Marketing & the Olympic Games (Paperback)
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As sport marketing matures, as social technologies advance, and as
the Olympic Games cement their position as the largest and most
important mega-event in the world, marketers everywhere are
increasing their sophistication in using the Olympic platform to
achieve their objectives. Indeed, whether official sponsor or
ambusher, marketers everywhere are expanding their interest in
those few special platformslike the Olympic Gamesthat enable them
to reach the masses in very customized ways. The vastly changing
importance of the Olympic Games as a global marketing vehicle,
combined with the growing knowledge and emerging practical
realities around ambush marketing, inspired this team of
distinguished scholars and practitioners to write Global Sport
Marketing: Sponsorship, Ambush Marketing, and the Olympic Games.
The authors' experiences bring a unique and varied perspective to
this textbook. Their experiences include positions with
international and national sport organizations, the International
Olympic Committee, national Olympic committees, international
federations, marketing agencies, sponsors of sport, and much more.
(Insert Paragraph)Whether you are a student of marketing or a
practitioner in the field, this book provides knowledge, context,
and tools to help you in your career.
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